Idea Cellular Ltd, India's third-biggest mobile phone operator, launched high speed fourth-generation (4G) mobile phone services across South India on Wednesday.
Idea said a handful of major towns were covered immediately, but all towns and cities in Andhra Pradesh, Karnataka, Kerala, Tamil Nadu and Telangana would be covered by March 2016.
The impact of that release, however, has already been felt, with pressure increasing on the country's heavily indebted telecoms firms - including Reliance Communications. RCom announced on Tuesday that it was in talks with rival Aircel to create India's second-largest mobile operator.
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